Part 1- Handouts Group 1 Experimental Research -Allows a researcher to control the research situation so that causal relationships among

g variables may be evaluated. -Manipulates one or more independent variables and holds constant all other possible independent variable while observing effects on dependent variables. -Events may be controlled in an experiment to a degree not possible in a survey. -researchers goal in conducting an experiment is to determine whether changing an experimental independent variable causes changes in an important dependent variable. Independent Variables -Expected to determine the outcomes of interest -In an experiment they are controlled by the researcher through manipulation -Other situations may truly be called continuous variable or categorical variable because they take on a value to represent some qualitative aspects. Dependent Variable -The outcomes of interest to the researcher and decision makers. -The criterion by which the results if an experiment are judged. -A variable expected to be dependent on the experimenters manipulation of the independent variable. -Unless the dependent variables are relevant and truly an outcome of interest, the experiment will not be useful. 4 Important Experimental Design Elements 1. Manipulation of independent variable

2. Selection and measurement of the dependent variable 3. Selection and assignment of experimental subjects 4. Control over extraneous variables. Experimental Treatment -is the term referring to the way an experimental variable is manipulated Experimental Group -a group of subjects to whom an experimental treatment is administered Control Group -A group of subjects to whom no experimental treatment is administered Test Units -The subjects or entities whose responses to the experimental treatment are measured or observed. Sample selection and Random Sampling Errors -errors may occur in experimentation Systematic or non-sampling errors -Occurs if the sampling units in an experimental cell are somehow different than the units in another cell, and this difference affects the dependent variable Randomization -The random assignment of subject and treatment to groups -It is one device for equally distributing the effects of extraneous variables to all conditions Matching -A procedure for the assignment of subject groups that ensures that each group of respondents is matched on the basis of pertinent characteristics.

Repeated Measures -Experiments in which an individual subject is exposed to more than one level of an experimental treatment. Confound -systematic error can occur when extraneous variables or the conditions of administering the experiment are allowed to influence the dependent variables -means that there is an alternative explanation beyond the experimental variables for any observed differences in dependent variable Demand Characteristics -Experimental design element or procedure that unintentionally provides subjects with hints about the research hypothesis. Demand effect -Occurs when demand characteristic actually affect the dependent variable Experimenter Bias -When subjects slant their answers to cooperate with the experimenter. Demand Effects -demand characteristics are aspects of an experiment that demand (encourage) that the subjects respond a particular way -Source of systematic error Reducing Demand Characteristics Use an experiment disguise Isolate experimental subjects Use a blind experimental administrator Administer only one experimental treatment level to each subject . Experimental Disguise -Subjects taking part in the experiment can be told that the purpose of the experiment as somewhat different as the actual purpose. -Simply told less than the complete truth

Constancy of Conditions -Subjects in all experimental groups are exposed to identical conditions except for the differing experiments treatments. Counter balancing -It attempts to eliminate the confounding effects of order of presentation. Debriefing -The process of providing subjects with all pertinent facts about the nature and purpose of an experiment after its completion. Basic Experimental Designs -a single independent variable is manipulated to observe its effects in a single dependent variable Factorial Experimental Designs -allow for an investigation of interaction of two or more independent variables Laboratory Experiments -Researcher has more complete control over the research setting and extraneous variables Techistoscope -Device that controls amount of time a subject is exposed to a visual image Field Experiment -Research projects involving experimental manipulations that are implemented in a natural environment

Part 2- Handouts Group 1 Issues of Experimental Validity A. Internal Validity Exists to an extent that an experimental variable is truly responsible for any variance in the dependent variable. 1. Manipulation Check A validity test of an experimental manipulation to make sure that the manipulation does produce differences in the independent variable. Should always be administered after dependent variables in selfresponse format experiments. 2. History a. History Effect -Occurs when some change other than the experimental treatment occurs during the course of an experiment that affects the dependent variable b. Cohort Effect -Refers to a change in the dependent variable that occurs because members of one experimental group experienced different historical situations than members of other experimental groups. 3. Maturation Effects that are a function of time and the naturally occurring events that coincide with growth and experience.

4. Testing Testing effects are also called pretesting effects. A nuisance effect occurring when the initial measurement or test alerts or primes subjects in a way that affects their response to the experimental treatments. May increase awareness of socially approved answers, increase attention to experimental conditions or make the subject more conscious than the usual of the dimensions of a problem. 5. Instrumentation Change in the wording of questions, change in interviews, or a change in other procedures used to measure the dependent variable causes instrumentation effect 6. Selection Sample bias that results from differential selection of respondents for the comparison groups, or sample selection error 7. Mortality Mortality effect-Some subjects withdraw from the experiment before it is completed. If an experiment is conducted over a period of a few weeks or more, some sample bias may occur because of mortality effect (sample attrition). B. External Validity Accuracy with which experimental results can be generalized beyond the experimental subjects.

Trade Offs Between Internal and External Validity A. Natural field experiments tend to have greater external validity than artificial laboratory experiments. Ideally, lab experiments would be followed up by some type of field test. B. Marketing researchers often must trade internal validity for external validity. C. Advertising effectiveness test useing manipulative treatments via split-cable experiment has the assurance that the advertisement will be viewed in an externally valid situation (the subjects homes). Classification of Experimental Designs A. Basic Experimental Design Only one variable is manipulated B. Complex/Statistical Experimental Design Investigate several levels of the independent variable Symbolism for Diagramming Experimental Designs X = exposure of a group to an experimental treatment O = observation or measurement of the dependent variable; if more than one observation or measurement is taken, subscripts (that is O1 , O2, etc) indicate temporal order R = random assignment of test units; symbolizes that individuals selected as subjects for the experiment are randomly assigned to the experimental groups 3 Examples of Quasi-experimental Designs

Quasi-experimental Designs Experimental designs that do not involve random allocation of subjects to treatment combinations A. One-shot Design An after-only design in which a single measure is recorded after the treatment is administered B. One Group Pretest-posttest Design A quasi-experimental design in which the subjects in the experimental group measured before and after the treatment is administered, but there is no control group. Offers a comparison of the same individuals before and after training. Disadvantages: a. Time laps between O1 and O2 b. History effects may also influence this design (some subjects may have dropped out) c. The effect of testing may also confound the experiment C. Static Group Design An after-only design in which subjects in the experimental group are measured after being exposed to the experimental treatment and the control group is measured without having been exposed to the experimental treatment; no premeasure is taken Each subject is identified as a member of either an experimental group or a control group The results of the static group design are compared by subtracting the observed results in the control group from those in the experimental group (O1 - O2) Disadvantage:

a. Lack of assurance that the groups were equal on variables on interest before the experimental group received the treatment b. Systematic differences caused by arbitrarily selecting the groups could invalidate the conclusions about the effect of the treatment. c. Random assignment of subjects may eliminate problems with group differences. Three Alternative Experimental Designs A. Pretest-posttest Control Group Design (Before-after with control) A true experimental design in which the experimental group is tested before and after exposure to the treatment and the control group is tested at the same two times without being exposed to the experimental treatment B. Posttest-only Control Group Design (After-only with control) An after-only design in which the experimental group is tested after exposure to the treatment and the control group is tested at the same time without having been exposed to the treatment; no premeasure is taken. Random assignment of subjects and treatment occurs. C. Compromise Designs Approximating an experimental design One that falls short of assigning subjects or treatments randomly to experimental groups Using Test-markets Most prominent type of field experiment Involves scientific testing and controlled field experimentation

Effective uses of test-marketing a. Forecasting new product ideas b. Testing hypothesis about different options for marketing mix elements c. Identifying weaknesses in product designs or marketing strategies Factors to consider in test-market selection a. Population size no one size represents the best population b. Demographic composition (ethnic backgrounds, incomes, age distributions, lifestyles)representative of the market segment to which an offering is targeted c. Competitive situation (competitive market shares, competitive advertising, distribution patterns) represent other geographic regions d. Media and coverage efficiency (local media will never exactly replicate national media) e. Media Isolation (advertising communities outside of the testmarket may contaminate the testmarket) f. Self-contained trading areadistributors should sell primarily or exclusively in the test-market area g. Overused test-markets-if consumers or retailers become aware of the tests, they will react in a manner different from their norm